Mei-Ling Wang, Ming-Chi Lee and Hsiao-Yen Mao
By utilizing boundary theory and distraction–conflict theory, this study attempted to examine the influential process of supportive teleworking practices granting work scheduling…
Abstract
Purpose
By utilizing boundary theory and distraction–conflict theory, this study attempted to examine the influential process of supportive teleworking practices granting work scheduling autonomy on work-to-family conflict (WFC) via the mediating mechanism of work interruption initiated from home.
Design/methodology/approach
The study conducted two-wave online questionnaire survey to obtain a final sample of 277 remote knowledge workers in Taiwan during the peak period of COVID-19 pandemic. Hypotheses were tested with partial least squares-structural equation modelling using SmartPLS 3.0 software.
Findings
The results revealed that supportive teleworking practices did not directly decrease the level of WFC while home-sourced work interruptions fully mediated the negative relationship between supportive teleworking practices and WFC.
Originality/value
This provides a more nuanced explanation for how and why supportive teleworking practices are beneficial for employees to cope with the challenge of work–home interferences under the new ways of working. The findings simultaneously address evidence-based practices to better deal with mandatory teleworking during potential societal crisis beyond the COVID-19 pandemic.
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The purpose of this paper is to investigate whether flow experience, perceived enjoyment, and interaction affect people's behavioural intention to play online games and whether…
Abstract
Purpose
The purpose of this paper is to investigate whether flow experience, perceived enjoyment, and interaction affect people's behavioural intention to play online games and whether gender, age and prior experience have moderating effects on online game acceptance.
Design/methodology/approach
This study extends the theory of planned behaviour (TPB) with flow experience, perceived enjoyment, and interaction to propose a theoretical model to explain and predict people's behavioural intention to play online games. This model is examined through an empirical study involving 458 participants using structural equation modelling techniques. In addition, a competing model based on the technology acceptance model (TAM) is proposed to evaluate whether TPB is more suitable than TAM to explain the use of online games. The two action‐theoretical models are compared in terms of their predictive power and their practical utility.
Findings
Although both models explain the players' intention to play online games very well, the extended TPB model provides a better fit and explanatory power. Notably, this study finds that flow experience is a more important factor than perceived enjoyment in influencing customer acceptance of online games. Further analysis reveals that gender is a key moderator of online game acceptance.
Practical implications
Online game developers need to search for flow experience building strategies that might assist in engaging players. This study suggests that game developers should consider focusing more on establishing the interactions between players (social interaction) and online games (human‐computer interaction) in their marketing strategies.
Originality/value
This study is significant for two reasons. First, it synthesises the theory of planned behaviour with psychological and interaction factors and, second, it presents a blueprint for an entertainment‐oriented technology acceptance model.
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The purpose of this paper is to deepen the understanding of why text messages are superseded by using stickers, thus driving instant messaging software (IMS) users’ visual…
Abstract
Purpose
The purpose of this paper is to deepen the understanding of why text messages are superseded by using stickers, thus driving instant messaging software (IMS) users’ visual communication process.
Design/methodology/approach
Drawing on Uses & Gratifications (U&G) theory and using a semantic technique, this research begins by identifying design indices of stickers and user’s perceived gratifications that they describe and evaluate at their first impression of using stickers in Study 1. Study 2 introduces media richness theory and the expectancy model into the framework of U&G theory and further explains several causal linkages from the LINE stickers’ design quality indices to proximal users’ perception of gratifications and distal sticker use intention.
Findings
Study 1 explores four variables, playfulness, variety, delicacy and uniqueness, as stickers’ design quality indices and discloses two user perceptions of gratifications, i.e., the needs of self-expression and of flaunting to someone, as main intrinsic motives for users sending stickers. The results of Study 2 further support the finding that self-expression and a mentality that seeks conspicuousness are two important psychological variables mediating the effects of three design quality indices – playfulness, variety and uniqueness – on visual image use intention.
Originality/value
The main contribution of this research is to verify the psychological mechanism of visualized communication between IMS users. Moreover, the finding extends the digital marketing literature by highlighting conspicuous consumption that occurs not only in consuming luxury goods, but also in costless or cheaper digital product such as IMS stickers.
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Thi Tuan Linh Pham, Guan-Ling Huang, Tzu-Ling Huang, Gen-Yih Liao, T.C.E. Cheng and Ching-I Teng
Online games are widely adopted electronic applications that facilitate flow experiences, which is a highly enjoyable experience for players, thus motivating further engagement in…
Abstract
Purpose
Online games are widely adopted electronic applications that facilitate flow experiences, which is a highly enjoyable experience for players, thus motivating further engagement in online gameplay. During gameplay, players set gaming goals, and they must make cognitive efforts to achieve these goals. However, we do not know how goal-setting and cognitive gaming elements (game complexity and game familiarity) create flow, indicating a research gap. To fill this gap, we use the cognitive gaming elements in the literature and the theoretical elements of goal-setting theory to build a model.
Design/methodology/approach
Conducting a large-scale online survey, we collect 3,491 responses from online game players and use structural equation modeling for data analysis.
Findings
We find that challenging goals, game complexity, game familiarity and telepresence are positively linked to player-perceived flow, explaining 45% of the variance. The new finding is that challenging goals can strengthen the link between game complexity and flow. We also find that telepresence can strengthen the link between game familiarity and flow.
Originality/value
Our study provides the novel insight that gaming goals and cognitive gaming elements can generate player-perceived flow. This insight can help game makers design gaming elements to accommodate players' cognitive efforts to achieve in-game goals, thus creating flow and effectively increasing players' game engagement.
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Motivating users to revisit a social networking site (SNS) by developing a long-term relationship with them is critical for SNS operators to enhance market control and…
Abstract
Purpose
Motivating users to revisit a social networking site (SNS) by developing a long-term relationship with them is critical for SNS operators to enhance market control and competitiveness. By conceptualizing loyalty intention as an indicator of the long-term relationship, the present study, based on uses and gratification (U&G) theory, aims to explore the role played by online intimacy development with respect to loyalty intention when individuals have gained gratifications through using the SNS.
Design/methodology/approach
The study used a questionnaire measuring six types of Facebook gratifications as well as measuring self-disclosure breadth, self-disclosure depth, intimacy with Facebook, intimacy with Facebook friends and loyalty intention. Data, collected from the University of Economics in Vietnam, were analyzed using the partial least squares (PLS) approach.
Findings
The results support several findings: (1) the gratifications including entertainment, network extension, recognition and emotional support provided by Facebook may stimulate the users' intimacy with Facebook and/or Facebook users; (2) intimacy with Facebook and intimacy with Facebook friends facilitate users' loyalty intention; (3) having a sense of emotional support influences users to engage in self-disclosure with breadth and meaningful depth, thus leading them to develop a sense of intimacy with Facebook friends.
Originality/value
The study contributes to U&G research, intimacy theory and the SNS literature by offering an understanding of users' online communication self-disclosure and intimacy development, wherein the self-disclosure and intimacy stem from the users' gratifications via using specific SNS services and, in turn, create their loyalty intention toward that SNS.
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Ming Chi, Paul Harrigan and Yongshun Xu
Online service brand communities (OBCs) are an essential services marketing channel and relationship marketing tool, in which social capital (SC) is a critical success factor…
Abstract
Purpose
Online service brand communities (OBCs) are an essential services marketing channel and relationship marketing tool, in which social capital (SC) is a critical success factor. Underpinned in social identity and social exchange theories, this paper aims to explore the effects of SC on customer brand engagement (CBE), considering the roles of collective psychological ownership (CPO), customer citizenship behaviour (CCB) and perceived community support (PCS).
Design/methodology/approach
The research model was tested using survey data from 256 participants; 137 from the Xiaomi Community and 119 from the Huawei Fan Club. Partial least squares-structural equation modelling analysis was used.
Findings
SC drives CBE. CPO and CCB are important mediators, whilst PCS is an important moderator.
Practical implications
Brand marketers need to foster SC in OBCs to achieve the maximum level of customer engagement. The authors provide recommendations as to how to build structural, relational and cognitive SC, as well as CPO, CCB and PCS. In short, brand marketers need to foster an interactive, empowering and supportive environment.
Originality/value
The authors further service research around the humanisation of technology. Specifically, OBCs are social spaces for brands and customers, and a key enabler of relationship marketing principles, such as CBE. The authors test the roles of structural, cognitive and relational SC in engagement in OBCs, through CPO and CCB. This holistic picture of engagement in OBCs is an important foundation for future service research.
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Hung-Tai Tsou, Yu-Hsun Lin and Pui Yan Loo
Social live streaming services (SLSS) have infused gamification into interface design and feature applications. Firms adopt gamification mechanisms to win customer loyalty in the…
Abstract
Purpose
Social live streaming services (SLSS) have infused gamification into interface design and feature applications. Firms adopt gamification mechanisms to win customer loyalty in the live streaming and SLSS markets. Based on the mechanics-dynamics-aesthetics (MDA) framework and uses and gratifications 2.0 theory (UGT 2.0), this study aims to investigate the effects of game mechanics (mechanics) on enjoyment and user retention (aesthetics) through rewards and social interaction (dynamics) in the context of SLSS.
Design/methodology/approach
This study used an online survey via Google Forms, SurveyCake and social media platforms like Facebook, Instagram and Line to collect data from 232 SLSS users in Taiwan. Partial least squares structural equation modeling (PLS-SEM) was adopted to analyze the data.
Findings
The results validated the relationships between game mechanics and dynamic elements (rewards and social interaction) that triggered aesthetic elements (enjoyment feelings) among users. In addition, users experienced a sense of enjoyment that led to usage retention when using the gamified SLSS. Further, this study found enjoyment crucial for users to stay interactive with gamified services.
Originality/value
Driven by UGT 2.0, this study closed the gaps by integrating the MDA framework into the SLSS context and better understanding how game mechanics are connected to rewards and social interaction, leading to enjoyment and user retention when using SLSS. This study provides fresh insights into gamification-oriented SLSS practices. It offers significant theoretical and managerial implications and provides guidelines for SLSS platform operators on fostering user retention.
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Lu-Jui Chen, Hung-Tai Tsou and Wen-Ruey Lee
In this study, the authors argue that the host environment of subsidiaries may affect subsidiary initiative via relationships with two stakeholders: public and private…
Abstract
Purpose
In this study, the authors argue that the host environment of subsidiaries may affect subsidiary initiative via relationships with two stakeholders: public and private stakeholders. On the one hand, the public relationships and private relationships of subsidiaries may affect their tendency to demonstrate initiative. On the other hand, including technological innovation as a moderating effect supports the tendency towards subsidiary initiative.
Design/methodology/approach
This study obtained the data through a survey of 216 subsidiaries in China; chief executive officer or senior managers were selected as the data collection sources. AMOS analysis was used to address sophisticated data analysis issues.
Findings
Findings based on samples from China support these arguments. The findings contribute to the literature by highlighting that different types of subsidiary initiative coexist within subsidiaries and by accounting for the external environmental relationships and technological innovation.
Originality/value
What determines subsidiary initiatives in the host market? We find that (1) public relationships directly influence subsidiary initiatives, and (2) this effect is moderated by technological innovation. The theoretical framework shows that this interaction arises from the separate impacts of innovation characteristics, especially a foreign subsidiary's interest in entrepreneurial action affecting both growth and maintenance initiatives. In summary, this article concludes that initiatives are not simply the activities of subsidiaries. The authors hope that the strong explanatory and predictive power of these external factors and technological innovation are further enhanced when these concepts are integrated with the charters of internationalizing MNEs.
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Fan-Chen Tseng, Ching-Ter Chang, Hsing-Chen Lee and Ching-I Teng
Gender swapping – when gamers choose avatars of the opposite gender to their own – is a common feature of online gaming behavior, and recent studies have explored the reasons for…
Abstract
Purpose
Gender swapping – when gamers choose avatars of the opposite gender to their own – is a common feature of online gaming behavior, and recent studies have explored the reasons for it. However, no study has yet examined the role gender swapping plays in determining gamers’ continual engagement with communication via online games, i.e., online gamer loyalty. Therefore, the purpose of this paper is to examine this issue and develop hypotheses based on interdependence theory in the online gaming context.
Design/methodology/approach
Responses from a survey of 255 online gamers were used for the analysis.
Findings
Analytical results using structural equation modeling indicate that gender-swapping behavior is negatively related to social intelligence, which in turn is negatively related to network convergence (the extent of sharing a common social circle), thus contributing to relational switching costs and online gamer loyalty.
Originality/value
This study is the first to examine how gender swapping affects online gamer loyalty.
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Fan-Chen Tseng, T.C.E. Cheng, Kai Li and Ching-I Teng
No studies in the extant literature have explored the role of media richness, i.e., the ability of media to enhance understanding among communication partners in a timely manner…
Abstract
Purpose
No studies in the extant literature have explored the role of media richness, i.e., the ability of media to enhance understanding among communication partners in a timely manner, in determining customer loyalty to mobile instant messaging (MIM). Grounded in media richness theory, the purpose of this paper is to examine how media richness influences customer perceived values, consequently contributing to customer loyalty to MIM.
Design/methodology/approach
Collecting data by an online survey, the authors apply partial least square procedures for hypothesis testing.
Findings
The authors obtain the following findings: multiple cues are positively related to functional value; immediate feedback is positively related to social value; personal focus is positively related to self-expressive value; language variety is positively related to all the above values that lead to user loyalty; and language variety has the strongest effect on user loyalty to MIM.
Originality/value
A first attempt to examine the impact of media richness on user loyalty to MIM, this study provides insights for MIM service providers to make decisions to build loyal user bases.